Sensory friendly kidswear
Our advanced kidswear is already making everyday lives that little bit easier…
This autumn, we’re introducing extra comfort clothing, a thoughtful evolution in kidswear, designed with one goal in mind: helping children feel right in their clothes, whatever that means to them.
In a world that often rushes toward bold statements, our sensory-friendly options are taking a quieter path, making small but significant changes to the clothes that your little ones already know and love. Subtle tweaks such as removing neck labels and re-designing sock seams, aim to support freedom of movement, sensory ease and all-day comfort. No extra cost, no added fuss. Just better essentials, available in every store and for every child.
“We want all kids to feel great in their clothes, so they can focus on what matters - being themselves… This isn’t about creating a new and special range, it’s about improving our kids’ clothes, thinking about inclusive design from the very start and removing or sometimes adding features, so that they work harder for more children and more families.” Ann Marie Cregan, Trading Director at Primark.
Comfort at the core
At the heart of this initiative is a simple idea: when kids feel right in their clothes, they feel right in their world. That’s why we’ve gone back to basics to rethink the everyday pieces that children and babies rely on most. With insight from parents and a focus on design, we’ve made small adjustments to make dressing simpler, softer and smarter. By removing scratchy neck labels and introducing comfort seams and seamless socks, these quiet upgrades are part of a bigger journey to eliminate discomfort and help instil more confidence, accessibility and joy. This new approach is rooted in empathy and led by listening to parents, kids and the real challenges of everyday dressing.
“One of the barriers I find difficult when shopping for clothes for Malaya is the tags in clothing. They can cause her to itch and scratch, and she becomes overwhelmed and over stimulated by the feeling and sensation on her skin.” Ellie Brown, Malaya’s mum.
We’re not starting from scratch; we’re building on the key hero pieces that kids reach for repeatedly, with no change to the price tag.
“I can just feel fashionable without being stressed or overwhelmed with labels and itchy seams.” Bea, 15.